Analyzing the Advertising Discourse- A Journey from Sight to Mind

Mahrukh Baig

Abstract


This research paper sets out to project an in-depth study of the advertising discourse by applying methodological approaches of Discourse Analysis and Critical Discourse Analysis to the chosen “advertisements”. It aims at examining the ‘power relations and struggles’ among product-producers and product-consumers, to gauge the level of psychological dominance exercised through the advertising discourse. The study, fundamentally, presents a counter-analysis of ‘advertising strategies’, as to how far they influence the consumers’ attitudes and to what extent the consumers direct their ‘discourse’. In other words, this research attempts to answer the question: ‘who turns out to be more powerful by controlling the other’s mind, in advertiser-consumer relationship?’, whether it is the consumer who shapes the discourse of advertisements through their demands, or the advertiser who affects the consumers’ beliefs through their ‘discourse’! Thus, the current paper presents a comprehensive review of the relevant literature leading towards a theoretical framework of preferred DA and CDA approaches to be further applied on the discourse of advertisements. And towards the end, it states the final remarks concluding the entire discussion and reflecting upon the effectiveness of Critical Discourse Analysis in its application on the advertising phenomena.


Keywords


Discourse analysis, Advertising discourse, Producer-consumer power relations, Critical discourse analysis of chosen advertisements

Full Text:

PDF

References


Chang, Y. and Thorson, E. (2004). Television and web advertising synergies. Journal of Advertising, 33(2), pp. 75-84.

Fairclough, N. (1989). Language and Power. London: Longman Publishers.

Fairclough, N & Wodak, R. (1997). Critical discourse analysis. In T. Van Dijk (ed): Discourse Studies: A Multidisciplinary Introduction. Vol. (2): London: Routledge.

Fairclough, N. (2003). Analysing discourse: Textual analysis for social research. London: Routledge.

Goddard, A. (1998). The Language of Advertising. London: Routledge Publishers.

Janks, H. (1997). Critical Discourse Analysis as a Research Tool. Discourse: Studies in the Cultural Politics of Education, Volume 18 (3)

Leong, E. K. F. (1998). Comparing the effectiveness of the web site with traditional media. Journal f Advertising Research, 38(5), pp.44-49.

Schegloff, E.A. (1997). Whose text? Whose context? Discourse & Society, Vol. 8. Pearson Education Press.

Wells, W. Burnett, J. & Moriarty, S. (1995). Advertising: Principles and Practice. New Jersey: Prentice Hall Publishers.

Widdowson, H.G. (1995). Discourse analysis - a critical view. Language and Literature. London: Oxford University Press.

Wodak, R. (1999). The Discursive Construction of National Identity. Edinburgh.

Yule, G. (1996). Pragmatics. New York: Oxford University Press.




DOI: http://dx.doi.org/10.7575/ijalel.v.2n.1p.126

Refbacks

  • There are currently no refbacks.




Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

2012-2019 (CC-BY) Australian International Academic Centre PTY.LTD

International Journal of Applied Linguistics and English Literature

To make sure that you can receive messages from us, please add the journal emails into your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.